ILLIT Releases “It’s Me” Campaign Film and Intensifies the Countdown to Mini Album “MAMIHLAPINATAPAI”

ILLIT advanced the promotion for its upcoming comeback on April 23 by releasing the campaign film for “It’s Me,” the title track of the group’s fourth mini album, “MAMIHLAPINATAPAI.” The new project is set to be released on April 30 at 6 PM KST, and pre-orders opened on March 31 through Weverse Shop and other online retailers.

The comeback was first revealed during the Seoul stop of the group’s “Press Start” tour before being officially confirmed by BELIFT LAB. According to the agency, the mini album will arrive with “It’s Me” as its title track. The title “MAMIHLAPINATAPAI” comes from the Yaghan language and was described in Korean media coverage as a word connected to a silent gaze shared between two people, carrying both intention and anticipation.

The mini album’s tracklist includes five songs: “GRWM (Get Ready With Me),” “It’s Me,” “paw, paw!,” “Mamihlapinatapai,” and “Love, older you.” Ahead of the full album’s release, BELIFT LAB organized the comeback campaign in stages, releasing visual and musical content throughout April.

According to the promotional schedule for this era, the rollout included the “GRWM” concept on April 7, the “FREE RIDER” concept on April 14, the highlight medley on April 21, the “It’s Me” campaign film on April 23, the “IT’S ME” concept photos on April 24, two music video teasers on April 27 and 28, and finally the release of the album and MV on April 30. The campaign had already drawn attention earlier with the “PAW PAW” version, which associated each member with a similar animal image.

In the newly released campaign film, the members appear in wedding dresses, walk through broken walls, and move across settings marked by European-style architecture, before later appearing in dark outfits holding bouquets. In coverage published the same day, the video was described as the clearest presentation so far of the direction of this new era, placing unspoken emotions at the center and showing the transition from hesitation to a more direct stance.

This comeback campaign has been built around different visual approaches for each phase. The medley released on April 21 was edited with footage shot by the members themselves on smartphones, including moments of routine, makeup, and everyday life, while the “FREE RIDER” concept was described in Korean media as a teaser with a freer atmosphere, camcorder-like texture, and a more rebellious tone. Recent coverage of the project also noted that the mini album points toward a more forward title track and a set of songs with varied moods.

After the release, promotions for this era will continue with the “ILLIT Seoul Children’s Grand Park Festival,” scheduled for May 5 in Seoul. The event was announced as a celebration of the mini album, featuring programs throughout the park, themed booths tied to “It’s Me,” and performances of new songs from the project.

Amid preparations for the comeback, BELIFT LAB also announced on April 20 that Moka would suspend the group’s scheduled activities for an indefinite period in order to prioritize treatment and rest due to health-related issues. According to the official statement, she will not take part in ILLIT’s scheduled activities for the time being.

Sources: allkpop.com; Korea JoongAng Daily; Chosun; Weverse